Wireless Brand Channel, the mobile coupon agency headed by former Diageo executive Andrew Wood, has announced plans to roll out its Redeemit mobile redemption system to 350 high street and shopping centre locations throughout the London area.
Redeemit sends coupons containing unique graphic icons to a consumer’s mobile phone. They then hold the mobile phone up to a Redeemit terminal, which verifies the coupon and prints out a voucher. The system uses standard SMS text messages, and claims to be completely secure. It works across all mobile networks and handsets.
Carling has used Redeemit mobile vouchers at Carling Live events. Users were asked to text to a mobile shortcode displayed on outdoor and interactive media to receive coupons which they were able to exchange for entry to a bar area and free drinks.
Wood was previously managing director of Nightfly, the Diageo-backed mobile marketing agency, which closed down in April 2003. He set up Wireless Brand Channel in 2004. Wood points out that Redeemit vouchers can be time- and location-specific, and are measureable to individual transaction level in “real time”.
He adds: “We’ve run a number of campaigns with major brands and have proved the technology works. This roll-out is about getting the systems out there so that consumers have access to promotions at locations and at times relevant to them.”
The London initiative is likely to be followed by launches in other major urban areas across the UK.